How We Helped upGrad Steal The Show In This Pandemic
Wasn’t the lockdown mostly about attending webinars all over the internet? At LBB, we designed a campaign for upGrad to help bored minds stuck at home with some insightful skill sharpening (read: motivational) sessions in the form of webinars. We connected readers from across cities with industry leaders to discuss interesting topics. Read more to know how our campaign reached out to 7M+ people in this pandemic.
The Brand Ask
upGrad wanted to host a series of webinars and build a proposition of upskilling for their brand for potential customers and for users to start thinking about upskilling. We knew a generic webinar especially in these sad times was not something anybody was looking for.
The LBB Solution
The desire to upskill is preceded by a general career goal and career goals are often preceded by an admiration for great brands and those who built them. And we tapped right into this emotion by getting the CXOs of the top brands in the country like BMW, BIRA, Epigamia, JioSaavn, etc. Mix a little bit of CXOs talking about how they are thinking about hiring, add a dash of a well-known host, slice up the latest in technology, and voila! You have the recipe for a perfect webinar on upskilling!
Tying Up The Ends
This 5 part series saw Thursday evenings as an appointment for viewing. We allowed ‘entry by registration only’ so we know the quality of the folks who were attending the session. These Gyaan sessions by the best of the best were broadcasted via Zoom on LinkedIn & YouTube.
How Did It Work?
From super relevant topics to outspoken guests with a strong opinion and the experience to back it up, we decided to get big shots of the business on board to talk about their personal experiences with some piece of encouragement.
For the first session, we got together Nucleya and Rishi Malhotra, CEO of JioSaavn to discuss ‘Music Creation x AI Learning’. The second session got together leads of Blume Ventures and BMW India to give an insight into ‘Business Acumen and Leadership During Covid’. In the third session, Varun hosted Ashwini Asokan, co-founder and CEO, Mad Street Den to discuss all things about Data Sciences. Leads of Epigamia and Bira 91 talked about ‘Digital Marketing’ in the fourth session. Fifth and the final session brought together the leads of Dunzo, Bain, and upGrad to talk about all things business!
Brace For Impact
The LBB team left no stone unturned to spread the word across all its platforms (including Instagram, Facebook, LinkedIn, Twitter) and achieved 140% on leads committed, with over 40,000 unique users consuming the content piece and generating over 7 Million eyeballs for the campaign.
Key Learnings
While COVID-19 has restricted physical movement, it has never been this easy to catch an online customer. Provided your campaign idea has the following:
1. Clear solution to the problem: Define this well & your customer is in.
2. Tell A Story: How a great brand is built is an attractive story. Tell that story in the context of your brand and watch the magic unfurl.
3. Experiment, Modify & Succeed: With each webinar, we experimented with topics, number of speakers, timing, and audience engagement and took the learnings of each episode to the next. The result? The audience was left asking for more, more & more!
Wrapping It Up!
Why wait for the right time when the right time is now? Digitally reaching out to millions of users in this pandemic was undoubtedly one of the most difficult tasks we have taken up. Wondering how you can grow your business? Reach out to us, we are just a click away.
